Using Airport OOH to Promote Alcohol Brands Ahead of Spring Break and Summer

Leveraging OOH to Capitalize on Spring Break and Summer Travel

Los Angeles and Orlando have historically been amongst the most popular destinations within the US for Spring Break travelers and international tourists, attracting over 7 million annual visitors between the two cities each year. As Spring Break and summer approach, millions of travelers are beginning to book their holidays, with MCO and LAX serving as two of the busiest hubs for leisure travel in the country.  These airports see an influx of passengers heading to various holiday destinations, making them a prime location to reach their target audience.   

Data shows that over 68% of Americans start booking their summer holidays between three to nine months in advance, making the post-holiday period a critical decision-making time. Seeing eye-catching OOH advertisements featuring tropical imagery and refreshing cocktails immediately puts travellers in a summer state of mind, reinforcing the idea that these alcohol brands are the ideal companions for relaxation. Leveraging our OOH inventory across various touchpoints in the airports strengthens brand recognition and remains embedded in traveler’s minds.

Diageo is leveraging our OOH digital inventory across MCO and LAX, key entry points into their respective cities, to advertise brands like Crown Royal, Don Julio and Casamigos as temperatures start to rise.

Driving Duty-Free Purchases Through DOOH

Airport duty-free stores are prime retail spaces for alcohol purchases, particularly for travelers looking to take advantage of tax-free pricing on premium spirits. Studies show that alcohol is the second largest duty-free spending category, accounting for 16% of total sales. Diageo is taking advantage of this demand with strategic advertising placements poised to appeal to those eager to shop before their flights or buy gifts for friends and family; our large-scale OOH inventory strategically placed at key locations across airports such as near boarding gates and duty-free areas helps influence purchasing decisions at the perfect moment. 

Using OOH to showcase brand partnerships

Diageo is showcasing Ketel One and Tanqueray’s latest partnership with HBO’s latest season of White Lotus across LAX.  Aligning themselves with a show that represents a luxurious and carefree lifestyle reinforces the idea that their vodka is the drink of choice for those who appreciate refined taste and indulgence.

LAX is the perfect gateway into Los Angeles and Hollywood, where high net worth, leisure and business travelers are likely to be heading. This high spending, leisure focused audience is the ideal target for Ketel One and Tanqueray and placing large scale OOH advertisements in one of the busiest airports in the world ensures maximum visibility, capturing the attention of passengers as the pass through the airport.

This campaign not only creates buzz around a highly anticipated show but also reinforces Ketel One and Tanqueray’s prestige, remaining top of mind for those looking to enhance their travel experience with high-end drinks.